Snacking smarter: better for you snacks for health-conscious consumers

Summary

Today’s population place a high value on their health and
wellness, leading to a change in snacking behavior compared to
previous generations

This behavior change means the better
for you industry must grow and innovate to meet growing demand

Whether it’s following a healthy diet or exercising on a regular
basis, as a generation, Millennials put a high priority on health and
wellness. As such, their snacking behaviors and the foods they choose
between meals are slightly different from the behaviors and choices of
previous generations. Better for You (BFY) snacks, nutritious snack
products that are void of the controversial ingredients found in many
snack foods on the market, have become a go-to option for Millennials,
despite fierce competition in snacking. A report from earlier this
year reveals that 89% of Millennials consume at least one BFY snack
weekly, and that Millennial parents are getting a new generation
interested in BFY snacks: 55% of Millennial moms claim their children
would likely choose a BFY snack over another packaged
option.4 And while Millennials are a key demographic in
the BFY market, they aren’t the only ones who may be buying into the
trend. With medical conditions like obesity and heart disease – both
linked to unhealthy diets – on the rise between 2013 and
20151, consumers of all ages pursuing healthier lifestyles
to avoid and/or combat health problems are an important target for
manufacturers offering BFY options. Incorporating antioxidants,
vitamins, minerals and other nutrients associated with heart health in
BFY snacks is a smart approach for attracting non-Millennial snackers.

With interest from multiple demographics in the market, the BFY
snacks category as a whole has grown 18% from 2015 to
20171, and there is still room for more growth. Vegetable
and fruit chips and “other” BFY snacks (a variety of snacks closer to
mainstream snacks) lead the way in growth over the last two years,
both of which can be attributed to familiarity and health reputations
associated with the snacks.

So, between consumers’ growing interest in healthier options and
room in the marketplace for BFY snack options, breaking into the
market seems like a no-brainer for manufacturers, right? Well, yes,
but not so fast. There are market-wide challenges that should be
considered, but can be overcome with the right messaging, packaging,
flavors and ingredients. Competition in the traditional snack market –
most notably chips and dips, salty snacks, nuts/seeds/trail mixes,
cookies and other non-BFY options – is a notable barrier to entry.
Healthy snack options, like fresh fruits and vegetables, also serve as
competition to BFY snacks, and are perceived by consumers as the
healthiest option. Additionally, high prices for healthy snacks and
lack of access to BFY snacks for some consumers must be considered.1

Despite these obstacles, healthy snacking through BFY packaged
products seems to be on the verge of expansion, with nearly one-third
of consumers appearing to be moving in the right direction in terms of
healthier snacking.1 For smart snackers interested in BFY
options, claims that signify the products’ added health benefits are
essential. Research shows that brands that included multiple healthy
claims into their brand messaging are able to communicate the health
benefits of products to a wider consumer
base. 1 Development and promotion of products that are
low/no sugar, good sources of protein, low calorie and have no
artificial ingredients have been shown to be most important to
consumers purchasing BFY snacks.

In addition to avoiding controversial ingredients and promoting
healthy claims, including easily recognizable ingredients – like
fruits, wholegrains and seeds or nuts – is a smart way to appeal to
consumers who are interested in healthy options, but have not yet
embraced BFY snacks. Interested in seeing which ingredients would work
best in the formulation of healthy snacks? Fortitech Premixes’
Solution Starter can help manufacturers develop the next top-selling
BFY snack food product.

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